Client: Nissan Europe
Brief: Create a Pan-European teaser pre-launch and launch DM packs for the Nissan Qashqai as part of the pitch to win the European Nissan account.
Insight: Young urban drivers need a car that can help them tackle the challenges of life in a city.
Idea: This tough crossover is “Urbanproof” to whatever the city throws at it.
Execution: As a teaser we invited people to rip their way into the pack to reveal the car. We then took them on a journey through the rough side of their own cities showing how the new Qashqai would be able to tackle anything.
For the ATL launch Nissan had commissioned a graffiti artist to bring to life the concept of “Urbanproof”. One scenario was a pack of feral dogs chasing the car. We recreated this chase in our DM campaign. The final reveal was a demo video tailored to each country.
Finally, the last mailing invited prospects to bring a friend along to test drive the new Qashqai. They were incentivised with free music downloads and free Ipod connectivity if they ordered a car.
Cube d’Or (Golden Cube) at the Cube Direct Marketing Awards 2007 (France)